Apple may completely revamp Siri with own LLM support and more advanced AI features: Report

HIGHLIGHTS

Apple’s AI chief John Giannandrea has reportedly been removed from Siri development.

Siri’s existing architecture has been a barrier to adopting generative AI features.

Apple’s Zurich team is working on a new LLM-based Siri, which may debut at WWDC 2025.

Apple may completely revamp Siri with own LLM support and more advanced AI features: Report

Apple is reportedly working on changing Siri, its voice assistant, following years of technical setbacks and strategic missteps that have left the company trailing in the ongoing AI race. According to Bloomberg’s Mark Gurman, the company has rethought its entire AI strategy, with internal disagreements, missed opportunities, and leadership conflicts impeding progress.

According to the report citing sources, Apple’s AI chief John Giannandrea, who was hired from Google in 2018, has been removed from Siri development and other major AI initiatives. The report also stated that the company’s goals were allegedly at odds with his leadership style and reluctance to adopt AI chatbots like ChatGPT. Furthermore, Apple’s software chief Craig Federighi was initially hesitant to invest heavily in AI without clear goals, which slowed necessary infrastructure upgrades, it added.

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The report also stated that Siri’s technical architecture was a barrier. The company stated that rather than rebuilding the assistant for generative AI capabilities, it chose to add new features to the existing system, a strategy that reportedly failed. The engineers referred to the process as “whack-a-mole,” with fixes for one problem resulting in multiple new ones.

Apple is reportedly betting on a fresh start, with its AI team in Zurich working on a new Siri architecture based entirely on a large language model (LLM) engine. This means Siri will be more conversational and able to synthesise information in real time. However, according to reports, Apple may use iPhones to train AI on user data through differential policy.

Competitors, such as Google, are already dominant in the AI space. While it may take some time for Apple to catch up, this year’s WWDC could be interesting, as Apple plans to announce AI features in iOS 19.

Ashish Singh

Ashish Singh

Ashish Singh is the Chief Copy Editor at Digit. He's been wrangling tech jargon since 2020 (Times Internet, Jagran English '22). When not policing commas, he's likely fueling his gadget habit with coffee, strategising his next virtual race, or plotting a road trip to test the latest in-car tech. He speaks fluent Geek. View Full Profile

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